New Report

Decoding Internal Traffic

What Recirculation Tells Us about Discovery, Depth, and Loyalty

At any given time, around 40% of your website’s traffic is internal, or traffic that is already on your website and recirculating to additional pages. To truly unlock the value of these visitors, we need to trace them back to their original entry point. How are these readers finding your website — search, social, direct? — and how does this shape what they do next?

To answer these questions, we analyzed traffic patterns across more than 4,000 websites in 70 countries, mapping both the origins and behaviors of recirculating readers.

Here's What You’ll Learn

• Why internal traffic accounts for 40% of all pageviews — and how to trace it back to the source
• How different referrers shape reader behavior
• Which devices and entry points lead to deeper sessions and higher loyalty
• How to design recirculation paths that keep every visitor moving forward